DraftKings has signed a deal with sports betting engagement tools provider MetaBet to integrate the company’s automated betting widgets into DraftKings Network content.
Sports content on DraftKings Network will now display betting markets embedded into its articles using MetaBet’s AI-driven technology. MetaBet’s system analyzes article content to identify players, teams and games of interest and display relevant betting options from DraftKings Sportsbook.
The widgets will automatically display live DraftKings odds and direct links to the operator’s sportsbook platform.
DraftKings Network’s channel is available online or via Samsung TV Plus, Google TV, Roku, Vizio, Sling Freestream and other platforms. It publishes insights, data, analysis and opinion pieces on sports, betting and fantasy sports.
“DraftKings Network is setting the standard for sports content and we’re excited to enhance that experience with our intelligent widgets,” said MetaBet Founder Mark Phillip. “By dynamically surfacing the most relevant betting options, we’re helping fans stay engaged while making smarter, faster decisions.
“We’re bridging the gap between content and wagering so DraftKings Network can unlock more value from its sports-focused content.”
MetaBet already has deals with various platforms and recently launched sports wagering widgets in Spanish and Brazilian last year with the aim of catering to Latin America’s sports betting audience by integrating real-time sports data with betting odds.
In January, it partnered with Gentoo Media, which has integrated the sports betting widgets into two of its flagship websites, World Sports Network (WSN) and Time2play.
DraftKings seeing big returns from live betting
The announcement of the MetaBet integration comes as DraftKings CEO Jason Robins spoke about the company’s gains in live betting this week.
DraftKings has invested in live betting, acquiring oddsmaker and player prop provider Sports IQ Analytics and taking full ownership of B2B in-play betting provider SimpleBet last year. MetaBet’s AI-driven widgets will expose more DraftKings Network readers to updated odds and markets during games.
Speaking at the Morgan Stanley Technology, Media & Telecom Conference on Tuesday, Robins told attendees that around 50% of its sports betting volume now comes from in-play betting.
“We’re actually playing from ahead on live betting,” Robins said. “We feel like this is an area we can really lean in and have it be something that continues to be a competitive strength for us and something that actually allows us to differentiate from some of our competitors.
“Around half of our volume now comes from live betting in sports … Arguably, U.S. sports are even better built for live betting because there’s more stoppages in play and more player-related stats and betting throughout the games.”
